Question 1

Allocation of funds to promotion only after all other budget items are covered is referred to as

Accepted Answer

A) percentage of sales budgeting. 
B) all-you-can-afford budgeting. 
C) competitive parity budgeting. 
D) objective and task budgeting. 
E) linear forecast budgeting. 
A) percentage of sales budgeting. 
B) all-you-can-afford budgeting. 
C) competitive parity budgeting. 
D) objective and task budgeting. 
E) linear forecast budgeting.

Question 2

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use?

Accepted Answer

A) public relations 
B) personal selling 
C) publicity 
D) sales promotion 
E) advertising 
A) public relations 
B) personal selling 
C) publicity 
D) sales promotion 
E) advertising

Question 3

The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by

Accepted Answer

A) Total marketing costs. 
B) Marginal revenue. 
C) Average revenue. 
D) Net sales. 
E) Total sales. 
A) Total marketing costs. 
B) Marginal revenue. 
C) Average revenue. 
D) Net sales. 
E) Total sales.

Question 4

The promotional mix can be used to (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) __________.

Accepted Answer

A) explain how to use the product 
B) inform customers of complementary offerings 
C) remind them later about the benefits they enjoyed by using the product 
D) inform customers of pricing changes 
E) lure customers away from competitors' products 
A) explain how to use the product 
B) inform customers of complementary offerings 
C) remind them later about the benefits they enjoyed by using the product 
D) inform customers of pricing changes 
E) lure customers away from competitors' products

Question 5

During the post-purchase stage of the consumer purchase decision process, __________ plays a small role.

Accepted Answer

A) advertising 
B) personal selling 
C) sales promotion 
D) public relations 
E) direct marketing 
A) advertising 
B) personal selling 
C) sales promotion 
D) public relations 
E) direct marketing

Question 6

The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, risk, and

Accepted Answer

A) size. 
B) durability. 
C) accessibility. 
D) ancillary services. 
E) acceptability. 
A) size. 
B) durability. 
C) accessibility. 
D) ancillary services. 
E) acceptability.

Question 7

Which of the following statements describes a key difference between advertising and public relations?

Accepted Answer

A) Public relations is more expensive on a cost-per-contact basis than advertising. 
B) Public relations is usually directly paid while advertising is usually indirectly paid. 
C) Advertising is usually directly paid while public relations is usually indirectly paid. 
D) Advertising provides an immediate feedback loop while public relations does not. 
E) Public relations always has a much greater reach than advertising. 
A) Public relations is more expensive on a cost-per-contact basis than advertising. 
B) Public relations is usually directly paid while advertising is usually indirectly paid. 
C) Advertising is usually directly paid while public relations is usually indirectly paid. 
D) Advertising provides an immediate feedback loop while public relations does not. 
E) Public relations always has a much greater reach than advertising.

Question 8

A promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as

Accepted Answer

A) personal selling. 
B) sales promotion. 
C) publicity. 
D) advertising. 
E) direct marketing. 
A) personal selling. 
B) sales promotion. 
C) publicity. 
D) advertising. 
E) direct marketing.

Question 9

During the planning phase of the promotion program, marketers focus on the "four Ws," which include all of the following, in question form, except

Accepted Answer

A) What are (a) the promotion objectives? (b) the amounts of money that can be budgeted for the promotion program? and (c) the kinds of copy to use? 
B) Why is the promotion being done? 
C) When should the promotions be run? 
D) Who is the target audience? 
E) Where should the promotions be run? 
A) What are (a) the promotion objectives? (b) the amounts of money that can be budgeted for the promotion program? and (c) the kinds of copy to use? 
B) Why is the promotion being done? 
C) When should the promotions be run? 
D) Who is the target audience? 
E) Where should the promotions be run?

Question 10

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in

Accepted Answer

A) primary sales. 
B) sales promotion. 
C) public relations. 
D) personal selling. 
E) coercive selling. 
A) primary sales. 
B) sales promotion. 
C) public relations. 
D) personal selling. 
E) coercive selling.

Question 11

"To inform" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A) early growth 
B) growth 
C) accelerated development 
D) maturity 
E) introduction 
A) early growth 
B) growth 
C) accelerated development 
D) maturity 
E) introduction

Question 12

Which of the following would be least likely to be used for mass selling?

Accepted Answer

A) advertising 
B) public relations 
C) sales promotion 
D) publicity 
E) personal selling 
A) advertising 
B) public relations 
C) sales promotion 
D) publicity 
E) personal selling

Question 13

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Accepted Answer

Promotional strategies can assist in mov

Question 14

The promotional mix includes advertising, personal selling, sales promotion, public relations, and

Accepted Answer

A) relationship selling. 
B) direct selling. 
C) merchandising. 
D) word of mouth. 
E) direct marketing. 
A) relationship selling. 
B) direct selling. 
C) merchandising. 
D) word of mouth. 
E) direct marketing.

Question 15

Which of the following is a weakness of direct marketing?

Accepted Answer

A) Direct marketing is a low-cost means of reaching the target market. 
B) Messages with direct marketing may differ between direct mailings, confusing the target market. 
C) Direct marketing is expensive and time consuming to develop and maintain a database. 
D) Direct marketing is difficult to get media cooperation. 
E) Direct marketing can lead to promotion wars. 
A) Direct marketing is a low-cost means of reaching the target market. 
B) Messages with direct marketing may differ between direct mailings, confusing the target market. 
C) Direct marketing is expensive and time consuming to develop and maintain a database. 
D) Direct marketing is difficult to get media cooperation. 
E) Direct marketing can lead to promotion wars.

Question 16

Which of the following companies had the largest promotional expenditures (advertising plus all other promotions) according to the textbook?

Accepted Answer

A) General Motors 
B) AT&T 
C) Johnson & Johnson 
D) Procter & Gamble (P&G) 
E) Walmart 
A) General Motors 
B) AT&T 
C) Johnson & Johnson 
D) Procter & Gamble (P&G) 
E) Walmart

Question 17

In the hierarchy of effects, evaluation refers to

Accepted Answer

A) the consumer's ability to recognize and remember the product or brand name. 
B) the consumer's appraisal of the product or brand on important attributes. 
C) an increase in the consumer's desire to learn about some of the features of the product or brand. 
D) a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand. 
E) the consumer's first actual purchase and use of the product or brand. 
A) the consumer's ability to recognize and remember the product or brand name. 
B) the consumer's appraisal of the product or brand on important attributes. 
C) an increase in the consumer's desire to learn about some of the features of the product or brand. 
D) a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand. 
E) the consumer's first actual purchase and use of the product or brand.

Question 18

Communication is the process of conveying a message to others and it requires six elements. These elements are __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Accepted Answer

A) a concept 
B) a brand 
C) a slogan 
D) a source 
E) an offer 
A) a concept 
B) a brand 
C) a slogan 
D) a source 
E) an offer

Question 19

The combination of one or more communication tools used to (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product is referred to as the

Accepted Answer

A) promotion channel. 
B) channel of communication. 
C) marketing matrix. 
D) promotional mix. 
E) media mix. 
A) promotion channel. 
B) channel of communication. 
C) marketing matrix. 
D) promotional mix. 
E) media mix.

Question 20

After watching a 30-second commercial from Jarrod's fine jewelry, Mariah was certain the brooch she saw would look spectacular on her new evening dress. In terms of the communication process, Mariah engaged in the task of

Accepted Answer

A) integrating. 
B) sending. 
C) decoding. 
D) messaging. 
E) encoding. 
A) integrating. 
B) sending. 
C) decoding. 
D) messaging. 
E) encoding.

Exam 17: Integrated Marketing Communications and Direct Marketing

Allocation of funds to promotion only after all other budget items are covered is referred to as

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use?

The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by

The promotional mix can be used to (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) __________.

During the post-purchase stage of the consumer purchase decision process, __________ plays a small role.

The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, risk, and

Which of the following statements describes a key difference between advertising and public relations?

A promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as

During the planning phase of the promotion program, marketers focus on the "four Ws," which include all of the following, in question form, except

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in

"To inform" is the promotional objective of which stage of the product life cycle?

Which of the following would be least likely to be used for mass selling?

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

The promotional mix includes advertising, personal selling, sales promotion, public relations, and

Which of the following is a weakness of direct marketing?

Which of the following companies had the largest promotional expenditures (advertising plus all other promotions) according to the textbook?

In the hierarchy of effects, evaluation refers to

Communication is the process of conveying a message to others and it requires six elements. These elements are __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

The combination of one or more communication tools used to (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product is referred to as the

After watching a 30-second commercial from Jarrod's fine jewelry, Mariah was certain the brooch she saw would look spectacular on her new evening dress. In terms of the communication process, Mariah engaged in the task of

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation Targeting and Positioning

Developing New Products and Services

Managing Successful Products Services and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Advertising Sales Promotion and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Financial Aspects of Marketing

Building an Effective Marketing Plan

Filters